The rising young population and affluence are evolving dietary habits, and the MENA region is witnessing continuous growth and appetite for several applications involving flavors. Several start-ups, collaborations, company expansions, governmental policies, and others in the food and beverage (F&B) industry is bringing a tectonic shift to the MENA food flavor market. Consumers' interest in wellness and health dietary habit continues to climb high that is compelling the manufacturers to deliver nourishing products that are equally convenient, delicious, and enjoyable. This is further creating demand influx in the food flavors market in the MENA region. Also, the region is observing a foodservice growth and retail expansion with several major international hotel chains and restaurants setting shop, which is pushing suppliers for innovation and product diversification with health and wellness in mind. Hence, the MENA food flavor market is set to experience an upsurge in the upcoming years. In July 2019, Nestlé S.A., a company that offers flavored milk announced an initial pilot of a blockchain system that would trace its milk sourced from New Zealand across its journey to the company's relevant factories and warehouses in UAE in the Middle East. This new open blockchain technology will give the consumers transparency to know the product outlook and take a decision on their choice of products. Owing to the health and wellness concern, this move of Nestle makes it the first major F&B company to announce its pilot open blockchain technology. This innovation will attract the consumers and increase the supply of flavored milk products of the company in this region, and therefore, the MENA food flavors market is poised to expand exponentially.

As of 2018, the MENA food flavors market size was evaluated at $2.02 billion, which will increase at a CAGR of 6.3% during the forecast of 2019-2025.

The Middle East and Africa was the second-fastest-growing region in 2006-2016 for consumer spending on Eating Out with average annual growth of 7.4%, which is expected to spur at 7.3% per annum in 2017-2026. Besides, recently, on July 2019, various reports revealed that several the Middle East and North Africa (MENA)-based F&B start-ups received huge funding and clinched lucrative deals with investors, pouring in the innovation and growth of the region's food and beverage sector. These are evincing a bright prospect for the MENA food flavors market players in the upcoming years.

MENA Food Flavors Market Analysis: Key Application

The deliciousness of a dish depends on the balancing of flavors. Flavors can be both natural and artificial. With the growing trend of health consciousness, natural flavors are becoming the principal attraction of the end-users, as they are directly extracted from the fruits or vegetables or spices grown in nature. The flavored water or the fruit-infused bottled water is the most popular trend in the region, which is gaining ground with each passing day. Several companies are investing in research and development to bring innovations to support the MENA food flavors market growth. Recently, in June 2019, flavor and fragrance giant, Givaudan revealed a selection of masking solutions for different plant-based proteins. In support of clean label ambitions, this innovative technology will enable suppliers to avoid the cycle of using one ingredient to mask another, and so on. The company that deals with savory flavors and natural ingredients such as vanilla extracts, cinnamon sticks, and others promises to support flavorists to formulate flavor solutions with the natural flavor of these proteins. Also, several reports suggest that the UAE is witnessing a significant surge in the amount of land that is being readily assigned for organic farming, thereby increasing the different types of natural products stock. The natural flavors market in the Middle East is expected to grow at a CAGR of 7.9% during 2014-2020, whereas it is projected to grow at a CAGR of 9.3% in Africa in 2014-2020. The notable application of natural flavors in foods in the MENA region is going to witness an increment at a CAGR of 7.5% in the forecast period 2019-2025. With this innovation, there is going to be an increase in the MENA food flavors market demand in the upcoming years.

MENA Food Flavors Market Trends & Growth Drivers:

Amidst the Middle East and North Africa, Middle East bagged the largest flood flavors market share of 80.43%. Moving beyond nutrition, the MENA consumers are looking for their products to be manufactured from sustainable sources that would provide global flavors and memorable experiences. While the inclination towards natural food flavors is on the rise, artificial flavors give benefits for the people who are allergic to specific foods and cannot consume it. Artificial flavors give the right to a safe consumption to the one and also allows people to enjoy the variety of flavors even when they are out of season. Here are the trends and the drivers that are supporting the expansion of the MENA food flavors market outlook –

· The Celebrity Chef Appeal to Boost MENA Food Flavors Market –

Dubai is currently observing the influx of five-star hotels with the launch of incredible restaurants. However, the principal attraction in the Middle East's first Dinner by Heston Blumenthal, which is set to inaugurate at The Royal Atlantis Resort & Residences by the end of the year. Following it is Ariana's Persian Kitchen by Ariana Bundy, who is a cookbook author and Iranian-American celebrity TV chef. Some other chefs have also mapped restaurants and food joints over UAE giving an era of fine dining and flavors to the MENA foodies. Hence, with the advent of these dining stations, the MENA food flavors market is going to expand in the succeeding years.

With innovations, algae and marine-life infused munchies have made a mark in the food flavors stream because of its taste and nutritional values. Seaweed chips, water lily seeds, kelp noodles, wakame, charcoal-grey kombu, and nori are some of the unique foods involving algae and marine-life flavors that the UAE residents are looking forward to. Hence, food flavors market of this region is going to reap off impeccable profits to the business leaders.

· Middle Eastern Flavors Gaining Ground in American Restaurants –

After the Middle Eastern cuisine, Middle Eastern-flavored cocktails are also becoming prevalent across the world. From Curcuma Sour, Za'atar Paloma, Spring Market Paloma to Chai & A Cigarette, Z&T, Ein Gedi, and others involve natural flavors and colors of Middle East. These are being served at numerous bars and restaurants worldwide and is generating an impact on MENA food flavors market.

· Gourmet Popcorn Trend to Drive MENA Food Flavors Market –

Earlier, popcorns were used as a savory at the movies, but the gourmet popcorn is slowly becoming a fully-fledged mainstream trend. This has compelled Joe & Seph's, who produce premium popcorn, to expand in the UAE. Apart from oil-free popcorns, nuttier flavored popcorns and salted caramel popcorns are gaining more popularity every day. With these flavors tantalizing the taste buds, MENA food flavors market is going to grow in the upcoming years.

· The Digitalization of Flavors to Create an Impact on the MENA Food Flavors Market –

Constant R&D is done to bring an intersection between artificial intelligence and flavor science to revolutionize global food systems. Several tools are being invented through machine learning and 'Internet of Food' that would predict the pairing of flavors. Considering public health, climate change, and other sectors, various companies of the region are looking forward to bring on this tectonic shift that would revolutionize the MENA food flavors market.

MENA Food Flavors Market: Competitive Landscape

The principal business leaders who are currently holding maximum food flavors market shares in Middle East and North Africa and are focusing on the expansion of their manufacturing capacity to gain an edge over other market players are Kerry Group plc, Firmenich SA, Givaudan, Frutarom Industries Ltd., Sensient Technologies Corporation, Symrise AG, International Flavors & Fragrances, Inc., Takasago International Corporation, Wild Flavors, Inc., and others.

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